SOCIAL MEDIA & THE THIRD   SECTOR: SOME PROVOCATIONS          simon collister          @simoncollisterCIPRsm
A NEW GOLDEN AGE?“If the late 19th century was the „golden    age‟ of mutual institutions, clubs and     societies, the ea...
DRIVEN BY TWO KEY TRENDS  1. Self-organisation --> Networks created     and sustained through easy-to-use     technology  ...
MOMENT OF OPPORTUNITYCIPRsm
BUT… PR INDUSTRY “MISSING THE BOAT” “Within minutes of PRWeeks interview starting, Grant is lambasting the PR industry for...
WHAT‟S GONE WRONG?CIPRsm
CURRENT CHALLENGES [IN A NUTSHELL] 1. Increasing commercialisation of social 2. Rise of the „social business‟ or „social  ...
1. COMMERCIALISATION OFSOCIALCIPRsm
WHAT‟S HAPPENING TO FACEBOOK? Post-IPO social interaction within Facebook is  becoming increasingly commercialised Shift...
HOW…?   Newsfeed not „open‟ communications channel   Determined by Facebook‟s „EdgeRank‟   Visibility determined by Aff...
THE WORD FROM WITHIN FACEBOOK „While news feed posts are fine for everyday  engagement, businesses should consider  using...
WHAT THIS MEANS… Potentially useful for targeting specific audiences  with clear calls to action Makes day-to-day engage...
WHAT THIS MEANS… Potentially useful for targeting specific audiences  with clear calls to actionIn short, will there be n...
2. THE RISE OF THE SOCIALBUSINESSCIPRsm
THIS YEAR‟S THING…CIPRsm
ABSORBED ACROSS ORGANISATIONCIPRsm
WHAT THIS MEANS… When social media becomes  transformed into:     Social fundraising…     Social CRM…     Social campa...
REQUIRES CULTURE CHANGE “Get your organisation and  culture right and the social  media will look after itself.”   Marti...
SOCIAL CULTUREx   Distrustful (C.Y.A.?)           Trustingx   Bureaucratic                    Agilex   Process oriented ...
WHAT THIS MEANS… Opportunity to become more like social movements Tension between status quo and culture required for  e...
3. THE RISE OF BIG DATACIPRsm
WHAT IS „BIG DATA‟? Term applied to the vast quantities of  data being generated by contemporary  socio-technological sys...
BUT...WHAT *IS* IT?   Search engine marketing performance   Digital ad acquisition metrics   Website analytics   Email...
AS A RESULT… Free tools becoming insufficient…CIPRsm
AS AN EXAMPLE… Sysomos has database of 20bn social media  conversations Indexes 8m new posts every hour Social media an...
IMPACT ON PR? “Metrics driven communication, advocacy and  outreach efforts are now becoming the  expectation.”         ...
CIPRsm
BUT… INSIGHTS NEED HUMAN ANALYSIS CIPRsm
WHAT THIS MEANS… Potential to plan and execute highly focused,  evidence-based campaigns that can be  measured across mul...
THANK YOU!           & QUESTIONS            simon collister         www.simoncollister.com           @simoncollisterCIPRsm
DATES FOR YOUR DIARY The next two Social Summer sessions  are:   Wikipedia 101: The Basics – 21 June   Social Media New...
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Social summer 8_social_media_and_the_third_sector_final

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  • But see also: individualism of 60s social movements; consumer capitalism; collapse of industrialism; rise of telecommunications. See Manuel Castell’s book, The Network Society.
  • The traditional membershiporganisation no longer has to lead, fund or direct action…Collaboration is key
  • Increasing commercialisation of social media – driving SM comms/marketing into domian of paid media industriesRise of social business – impact of convergence and disintermediation affecting all business areas. Internal (and external) landgrab for ownershipData-driven communications – Significant growth in available data and thuscomplexity of understanding and planning effective consumer and organisational engagement
  • What is social business
  • Complexity of consumer and organisational landscape now becoming truly visible and adopted by consumersOpportunity to deliver real, insight led campaignsPersonal exerience is – not always the case – and often assumptive or aggregated or macro-level or media insightsChallenge is to respond appropriately at the organisational and strategic levels
  • Social summer 8_social_media_and_the_third_sector_final

    1. 1. SOCIAL MEDIA & THE THIRD SECTOR: SOME PROVOCATIONS simon collister @simoncollisterCIPRsm
    2. 2. A NEW GOLDEN AGE?“If the late 19th century was the „golden age‟ of mutual institutions, clubs and societies, the early 21st century is a new golden age of networks and online communities” - NCVO Report, ICT Foresight: how online communities can make the internet work for the Voluntary and Community SectorCIPRsm
    3. 3. DRIVEN BY TWO KEY TRENDS 1. Self-organisation --> Networks created and sustained through easy-to-use technology 2. Social capital -- > Networks motivated by rewards from social cooperation to achieve shared goalsCIPRsm
    4. 4. MOMENT OF OPPORTUNITYCIPRsm
    5. 5. BUT… PR INDUSTRY “MISSING THE BOAT” “Within minutes of PRWeeks interview starting, Grant is lambasting the PR industry for missing the boat on digital, allowing advertising and media agencies to steal a march.” - Robin Grant, Global Managing Director, We Are Social - PR Week, 24th May 2012 CIPRsm
    6. 6. WHAT‟S GONE WRONG?CIPRsm
    7. 7. CURRENT CHALLENGES [IN A NUTSHELL] 1. Increasing commercialisation of social 2. Rise of the „social business‟ or „social organisation‟ 3. Growth of data-driven communication CIPRsm
    8. 8. 1. COMMERCIALISATION OFSOCIALCIPRsm
    9. 9. WHAT‟S HAPPENING TO FACEBOOK? Post-IPO social interaction within Facebook is becoming increasingly commercialised Shift from „organic‟ to paid communication pushes Facebook more into the domains of media and ad agencies Similar happening with other platforms, e.g. TwitterCIPRsm
    10. 10. HOW…? Newsfeed not „open‟ communications channel Determined by Facebook‟s „EdgeRank‟ Visibility determined by Affinity, Freshness & Weight of „edges‟, e.g. links, photos, videos, etc Only about 16% of fans see Page contentCIPRsm See this link for a great overview and analysis:
    11. 11. THE WORD FROM WITHIN FACEBOOK „While news feed posts are fine for everyday engagement, businesses should consider using „Sponsored Stories‟ [i.e. advertising] to ensure business critical information reaches users‟  Personal advice from Facebook employeeCIPRsm
    12. 12. WHAT THIS MEANS… Potentially useful for targeting specific audiences with clear calls to action Makes day-to-day engagement and relationship building more difficult ot costly Facebook is introducing a „Promote‟ feature to help small pages market their content – but still costs moneyCIPRsm
    13. 13. WHAT THIS MEANS… Potentially useful for targeting specific audiences with clear calls to actionIn short, will there be no real free, effective way to communicate with your Page fans?  Makes day-to-day engagement and relationship building more difficult ot costly Will Facebook shift to become a paid media Facebook is with layersaof social underneath? platform introducing „Promote‟ feature to help small pages market their content – but still costs moneyCIPRsm
    14. 14. 2. THE RISE OF THE SOCIALBUSINESSCIPRsm
    15. 15. THIS YEAR‟S THING…CIPRsm
    16. 16. ABSORBED ACROSS ORGANISATIONCIPRsm
    17. 17. WHAT THIS MEANS… When social media becomes transformed into:  Social fundraising…  Social CRM…  Social campaigning…  Social information and advice Who manages it?CIPRsm
    18. 18. REQUIRES CULTURE CHANGE “Get your organisation and culture right and the social media will look after itself.”  Martin Thomas, author of Loose: The Future of Business is Letting Go CIPRsm
    19. 19. SOCIAL CULTUREx Distrustful (C.Y.A.?)  Trustingx Bureaucratic  Agilex Process oriented  Informalx Hierarchical  CollaborativeCIPRsm Source: Loose: The Future of Business is Letting Go
    20. 20. WHAT THIS MEANS… Opportunity to become more like social movements Tension between status quo and culture required for effective use of social Investment in developing new internal guidelines and policies Investment in training employeesCIPRsm
    21. 21. 3. THE RISE OF BIG DATACIPRsm
    22. 22. WHAT IS „BIG DATA‟? Term applied to the vast quantities of data being generated by contemporary socio-technological systems whose size is beyond the ability of commonly used tools to capture, manage, & process data  David Bollier- The Promise and Peril of Big DataCIPRsm
    23. 23. BUT...WHAT *IS* IT? Search engine marketing performance Digital ad acquisition metrics Website analytics Email communication performance Online surveys Social media conversations Media contentCIPRsm
    24. 24. AS A RESULT… Free tools becoming insufficient…CIPRsm
    25. 25. AS AN EXAMPLE… Sysomos has database of 20bn social media conversations Indexes 8m new posts every hour Social media and news sources gatheredCIPRsm SOURCE: Sysomos MAP
    26. 26. IMPACT ON PR? “Metrics driven communication, advocacy and outreach efforts are now becoming the expectation.”  Big Data comes to the Communications Industry Campaign planning now “involves the computer- automated analysis of blog postings, Congressional speeches and press releases, and news articles, looking for insights into how political ideas spread”  The Age of Big DataCIPRsm
    27. 27. CIPRsm
    28. 28. BUT… INSIGHTS NEED HUMAN ANALYSIS CIPRsm
    29. 29. WHAT THIS MEANS… Potential to plan and execute highly focused, evidence-based campaigns that can be measured across multiple levels Increased technology and resource costs Short-term skills deficitCIPRsm
    30. 30. THANK YOU! & QUESTIONS simon collister www.simoncollister.com @simoncollisterCIPRsm
    31. 31. DATES FOR YOUR DIARY The next two Social Summer sessions are:  Wikipedia 101: The Basics – 21 June  Social Media Newsrooms – 28th JuneCIPRsm
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